Watching football with your friends is good, but watching football with friends and Lay’s is even better.
To celebrate the countdown to crunch time in the 2022-2023 UEFA Champions League (UCL) tournament, Lay’s brought global football icon Thierry Henry to the doorsteps of Barcelona’s most dedicated football fans to announce the “No Lay’s No Game” platform – a campaign that surprises fans and confirms that the football watching experience is not only elevated but simply unthinkable without Lay’s.
“No Lay’s, No Game” is a platform that honors nearly a decade of partnership between the world’s favorite chip brand and the UEFA Champions League because there’s nothing better than watching a football match at stadiums, at home, or out with friends while sharing a bag of Lay’s.
Real fans understand that intense matches require the perfect viewing experience.
Every second shot and snack can impact the game’s outcome.
With stakes this high, “No Lay’s, No Game” seeks to ensure football fans across the globe know that Lay’s has been absolutely essential and there to bring the fun, excitement, and taste to every unexpected, high-intensity moment the sport has given us all throughout the years.
To launch “No Lay’s, No Game” the brand partnered with FIFA World Cup France 1998 Champion, Two-Time Premier League Champion, Three-Time FA Cup Winner, and 2009 UEFA Champions League Winner, Thierry Henry to make sure fans were match-day ready with their Lay’s.
In this video titled, “Thierry Visits” Henry kicks off “No Lay’s, No Game” in a very literal way.
The Arsenal and FC Barcelona legend unexpectedly visited Barça fans at their homes to see if they were prepared for the game with plenty of Lay’s chips. If they were, the surprising, superstar striker stayed to watch the match, but if they were Lay’s-less, he left in search of supporters who were whistle ready.
Lay’s commitment to football extends beyond football-watching and door-knocking stunts, though.
The brand’s Lay’s RePlay program helps underserved communities have the access to play the game they love. The award-winning program transforms empty chip bags into football pitches across the globe.
Since the first Lay’s RePlay pitch launched in 2021, the initiative has provided over 5,000 hours of programming, positively impacting nearly 50,000 community members.
Later this year, Lay’s is opening multiple new pitches worldwide to enable more inclusion, access, and joy to young footballers who might dream of one day competing in the UEFA Champions League.
Thanks to Lay’s, even more games will be played, forming even more bonds, and building stronger communities for those who deserve it the most.
Throughout the remainder of the 2022-2023 Men’s and Women’s UEFA Champions League tournaments, fans should look out for more exciting and unexpected moments from the “No Lay’s, No Game” platform including even more football superstar surprises, engaging digital content, pitches built around the world, in-store and on special-edition packaging, and one GOAT-filled commercial.
You never know who might show up and ask if you have Lay’s!
Be sure to follow Lay’s Football on Instagram to stay informed on all UEFA Champions League and UEFA Women’s Champions League partnership activations and more “No Lay’s, No Game” news.
For more information about the tournament, visit UEFA.com.